Advertising & Marketing Events
Event Date Location

Digiday Brand Summit

04/27/2014 - 04/29/2014 Nashville TN

Event Marketing Summit

05/07/2014 - 05/09/2014 Salt Lake CIty Utah

Digiday Programmatic Summit

05/14/2014 - 05/16/2014 New Orleans LA

Internet Week New York

05/19/2014 - 05/25/2014 New York NY

Digiday Agency Innovation Camp

06/24/2014 - 06/26/2014 Vail CO

Content Marketing World

09/08/2014 - 09/11/2014 Cleveland OH

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Tech Marketing Guide to B2B

News, video, events, blogs about Social Media Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, ideas and blogs about Digital Media Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, ideas and blogs about Lead Generation Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, blogs about Mobile Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketer's Guide to B2B

News, video, events, blogs about Technology Business and Marketing for high tech business-to-business from IDG Knowledge Hub.

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How Nielsen’s OCR Will Impact Digital Video Advertising

MediaPost

For decades, the gross rating point (GRP) metric has been used in television advertising to calculate campaign exposure with respect to reach and frequency against a target demographic audience. GRPs are  now available for digital video advertising through Nielsen online campaign ratings (OCR). The ad industry had been pushing for the ability to compare TV buys to digital video — and it’s finally arrived, opening the door to a new kind of conversation between TV and digital buyers.

Digital buyers need to prepare for this before it happens. They have an opportunity to evaluate digital video advertising through the lens of a TV buyer before it’s forced on them. If there’s ever a time to be proactive about something, it’s now. Here’s how a digital buyer can be proactive with respect to GRP measurement:

First, recognize that the only impressions that matter to a TV buyer are those that reach the target demographic. For example, if the on-target demo is men ages 18-34, any impressions that reach anyone outside this demo will be considered wasted impressions. So, evaluating a digital buy on TV standards means considering off-target impressions as waste.

Second, develop an in-depth understanding of how well the digital video impressions bought for a campaign match the campaign’s on-target demo. It would be easy here to assume that, thanks to audience buying, a digital video buy would have very low levels of off-target waste. However, when Nielsen OCR is used to evaluate the on-target percent of a digital buy, it’s using different data than any third-party demographic data used for audience buying today. Digital buyers will want to understand the discrepancies between the targeting they’ve been using and the on-target percent evaluation that’s built into OCR.

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Traditional media is still a great business to be in, if you’re selling video

Quartz

 Traditional media is still a great business to be in, if you’re selling video

The above chart comes from data released by SNL Kagan earlier this month. It highlights the fact that, despite all of the ink spilt in recent years bemoaning the internet driven demise of traditional media, such businesses remain very, very profitable.

The most profitable “old media” business in America last year was John Malone’s Liberty Media, which among other assets, owns the Atlanta Braves major league baseball franchise; 26% of America’s fourth-largest cable provider, Charter Communications; and 27% of concert promoter Live Nation. (Although it’s worth pointing out the company enjoyed a one-off accounting gain worth $7.5 billion, after it changed the way it treats an investment in satellite radio operator Sirius XM on its books).

There’s a common thread between the rest of the top five (and at least half of the list): they produce and sell television shows and/or movies. 21st Century Fox is the company behind the eponymous network, cable channels (like Fox News) and Hollywood film studios; Disney makes nearly half of its revenue out of its media networks division, which includes the juggernaut that is ESPN;  Time Warner owns HBO and CNN among other businesses ; Viacom is the company behind MTV, Nickelodeon and the Paramount line of film studios.

It is also worth pointing out that Google, by many definitions a media business (it makes most of its money out of search advertising) is more profitable than any company on the list. But among internet media  (or so-called “new media”) businesses, it’s the glaring exception.

 Traditional media is still a great business to be in, if you’re selling video

All the same, internet companies like Facebook (net income was up 4,600% in 2013) and Netflix (up 555%) are growing at a rapid pace. So it might not be that long before they are among the biggest media businesses—however you choose to define one—as well.

YouTube sees money in gaming-video eyeballs

Reuters

To imagine how YouTube might one day become a money-spinner for content producers, consider the power of the irreverent video gamer and online star PewDiePie over his young, free-spending audience.

Each time the wildly popular YouTube impresario has donned Razer headphones in one of the many zany videos that feature him playing games, the product has sold out.

PewDiePie, who is not paid to endorse the brand, “really helped us in terms of getting traction on a much larger audience,” said Min-Liang Tan, chief executive of San Diego-based Razer, which makes gaming hardware. “It’s incredible that YouTube personalities are coming up … and I think it can only grow.”

PewDiePie’s uncanny trendsetting talent highlights the potential that content related to video games holds for Google Inc as it looks for ways to build its YouTube video platform into a powerful new revenue stream.

Advertisers and media companies are indeed already placing big bets on the likes of PewDiePie and others creating gaming-related content in a bid for the prime but underserved audience of 18- to 34-year-olds that devour video games.

Just last week Walt Disney Co agreed to fork over as much as $950 million to buy Maker Studios, one of YouTube’s largest production and distribution networks. PewDiePie, whose real name is Felix Kjellberg, is Maker’s biggest star.

The success of the 24-year-old, with his profanity laced improvisational videos, matches the explosive growth of video-game-based channels on YouTube. His channel has more than 25 million subscribers who can view his content for free, more than Beyonce’s and PresidentBarack Obama’s channels combined.

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Google+ and LinkedIn drive few, but more engaged social referrals compared to Twitter, Facebook, and Pinterest

The Next Web

Social discovery and sharing platform Shareaholictoday released its first report examining engaged social referrals. Since many of us spend an egregious amount of time using social media, the company was interested in answering the question “What is our behavior post-click, when we actually interact with a link one of our friends shared socially?”

As such, it was necessary to examine the average visit duration, pages per visit, and bounce rate for each of the top eight social media platforms. Here’s the breakdown (data is from September 2013 to February 2014) from Shareholic, which tracks 250 million users visiting its network of 200,000 publishers.

We already know that LinkedIn and Google+ drive very few referrals compared to their competitors. Yet it turns out the traffic they do drive, is actually quite high on the quality scale.

Google+ users spend more than three minutes diving into links shared by their circles, view 2.45 pages during each visit, and bounce only 50.63 percent of the time. LinkedIn users meanwhile spend over two minutes on each link they click, view 2.23 pages with each visit, and bounce 51.28 percent of the time.

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The Largest Content Event Is Back!

Screen Shot 2014 03 11 at 11.26.58 AM The Largest Content Event Is Back!

Content Marketing World, the largest content marketing event on the planet, is coming back to the United States for a fourth year.

Content Marketing World is the one event where you can learn and network with the best and the brightest in the content marketing industry. You will leave with all the materials you need to take a content marketing strategy back to your team – and – to implement a content marketing plan that will grow your business and inspire your audience. Register today for the best price (and save)!

Already confirmed 2014 speakers include such brands as Kraft Foods, Microsoft, Facebook, SAP, Cisco Systems, Coca-Cola Braziland more than 100 content marketing experts from around the globe. SPECIAL ANNOUNCEMENT: Actor, Director, Producer Kevin Spacey to be closing keynote speaker.

Click here for Content Marketing World Fact Sheet

8 China B2B Marketing Tips For Western Companies

IDG Connect 0811 8 China B2B Marketing Tips For Western Companies

1) Be flexible, listen to the requirements of the market – When entering a new market, consider it a fresh start and gather data accordingly. Be ready to market your products in a different way or even prepare new products. A common problem Western businesses face is that they cannot (or will not) customize their offering as well as local competitors can.

2) Empower your marketing team – Marketers thrive on information. Make sure your marketing team not only has access to quantitative data, such as data from your web analytics platform and sales figures from the sales team, but also qualitative data, such as information about the quality of leads received by the sales team and feedback from clients.

3) Be prepared for a different sales process – The sales process in China is often very different, and the marketing efforts should be adjusted accordingly. Most notably, the sales process is likely to be longer, more complex and more relationship-driven. It’s important to be aware of these differences and be able to build them into the marketing model. Playing the role of a third-party marketing company, it isn’t uncommon for us to hear conflicting advice from the China-based sales team and the Western-based headquarters. While the sales team may tell us “this is an excellent lead. We’re really excited to build a relationship with ABC Company,” the headquarters may say, “ABC Company didn’t buy now because they wanted something different. I don’t think it’s a great lead.” This shows a difference in understanding of the sales process. Chinese salespeople are generally focused on building relationships first, then making sales later.

For the full list of tips, click here

Paywalls open doors

The Economist

PIANO MEDIA began as a simple idea based on the business model of television cable subscriptions. The thinking went that if people were willing to pay a single fee to access a bundle of TV channels, perhaps they would do the same for online media. The logic behind the Slovak firm has recently proved itself commercially sound: Piano Media announced a deal earlier this month with Newsweek, the re-launched American magazine.

Piano Media was created three years ago amid widespread doubt that customers would ever pay for online content. Nevertheless, the firm began by constructing a paywall system that encompassed most leading media in Slovakia.

With just 5m people and a unique language, Slovakia made a convenient test case. By accumulating a critical mass in a linguistically closed market, Piano Media and online publishers were able to drive subscriptions. In this original model, the individual site where a subscriber signed up received 40% of the €3.90 monthly fee. Then another 30 % went to Piano Media and the remaining 30% was shared according to the amount of time the user spent on each of the 52 media sites behind the wall. The firm then engineered a similar arrangement in Slovenia in January 2012, before taking on the much larger, but equally specific, Polish market in July of the same year.

These early successes were crucial to proving the wider viability of the firm’s paywall model. “We had to prove it could be replicated, then we had to prove it could scale,” says Peter Richards, Piano Media’s head of international operations. The firm then shifted to approaching publishing houses one by one so as to allow individual outfits to decide how much, or how little, of their content would remain behind the paywall.

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US Has Most Spam But China is Closing In

IDG Connect 0811 US Has Most Spam But China is Closing In

The US is still the spam capital of the planet, according to a new study. However, using a different set of metrics, it is being outperformed by the like of Belarus, Peru and Iran. In other words, developing countries are punching above their weight and out-polluting America in the online anti-social behaviour markets. On the other hand, the economic powerhouse of the West is ahead on sheer volume in the race to be the number one conduit of commercialised electronic junk. But, say the experts who produced this report, it’s the developing economies that could be hardest hit by the rise of spam.

America is the biggest spam source in the world, according to The Spampionship, a new league table of the 12 biggest spam-producing nations compiled by security vendor Sophos. China is fast emerging as a major source of unwanted email and Russia is in at number three after doubling its share of the spam market. To paraphrase music chart compilers, America has held onto the number one spot but China is in at number two with a bullet. (Or should that be a botnet?)

The Spampionship is not intended to be a roll call of shame, according to Sophos’s head of technology, Paul Ducklin. He claims that the table is meant to be a thought provoking study rather than a finger-pointing exercise.

“We want people to think about security and the consequences of spam,” says Ducklin. “People tend to think it’s harmless, but it’s damaging of lot of economies.”

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Seeking a Lead on News, Network Turns to Data-Mining Media Group

The New York Times

When Ronan Farrow, the young human rights lawyer with a Hollywood lineage, debuts as an MSNBC host on Monday, he will have some prodigious computing power backing him up.

MSNBC has struck a partnership with Vocativ, a digital news start-up, to provide the new program — “Ronan Farrow Daily” — with up to three taped video segments a week. Vocativ mines the Internet for exclusive news and other content with data-collection software traditionally used by governments and corporations.

Phil Griffin, president of MSNBC, said Vocativ’s marriage of big data and conventional reporting was an innovative approach to journalism. “It is an additional tool for us,” he said. “And who knows where it is going to go for the entire NBC News group.”

News organizations are in a mad rush to team with new companies that they hope can give them an edge in finding story leads. In forming alliances, they are also seeking to attract younger viewers who are more likely to get their news from sites like Twitter and Facebook than from the evening news.

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Four lessons from the world of mobile gaming to get people to pay for news

The Media Briefing

I’ve spent a lot of time contemplating paid content strategies and alternative revenue streams for digital news operations, so when I recently attended the Mobile Games Forum, it felt like catching a glimpse into a parallel universe aeons ahead in terms of user monetisation.

While news publishers are starting to turn to paywalls and move away from an almost complete reliance on advertising, game publishers are already creating experiences that attract millions of paying users and, according to Shai Drori of Appsfire who spoke at the event, “most revenue for mobile games is coming from in-app purchases, not advertising.”

Mobile games are generally categorised into two groups when it comes to monetisation: pay-to-play and free-to-play. Pay-to-play apps act much like the paywall of The Times of London, in that one must pay before downloading the app and accessing any of its content.

Free-to-play apps are free to download, and generally a portion of their content is available to all, while certain levels, power-ups, or accessories must be unlocked via in-app purchases.

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